THE IMPACT OF ADVERTISING INFLUENCE, BRAND PERCEPTION, AND TRUST IN ADVERTISING ON CONSUMER PURCHASE DECISIONS

Advertising has remained a significant influence on consumer behaviour. However, the power of advertising in purchase decisions has varied in emerging markets due to credibility and trust issues among consumers. This study examines the influence of advertising, brand perception and advertisement trust on consumer purchase decisions in Pakistan. A quantitative design was employed, and a structured online questionnaire was used to collect data from 300 respondents. Demographic factors, such as age, gender, education, and occupation, were incorporated to ensure diversity. The hypotheses were tested using regression analysis, and reliability analysis ensured that the internal consistency (Cronbach's alpha> 0.80) was strong. The findings indicated that the influence of advertisements (β = 0.342, p <.001), brand perception (β = 0.298, p < 0.001), and trust in advertisements (β = 0.176, p < 0.01) were significant predictors of purchase decision making, which explained 46.4% variance (R2 = 0.464). The findings show that credibility and favourable brand image are crucial in maximising advertising efficiency. The study proposes that companies implement clear, branding, and morally responsible marketing campaigns to develop trust and keep the consumers loyal.